Japan Dec 2024: 6.99M International Visitors

• Japan received 6.99M international visitors in Dec 2024.
• Asia Total was the top source market at 2.90M visitors.
• Korea and China ranked 2nd and 3rd with 867K and 604K arrivals respectively.
• China (all markets combined) contributed 604K visitors (8.6% share).
• Revenue managers should anticipate demand peaks from key source markets and adjust pricing strategies and channel mix accordingly.

Japan welcomed 6.99M international visitors in Dec 2024, according to data from the Japan National Tourism Organization (JNTO). Asia Total led all source markets with 2.90M arrivals, followed by Korea at 867K and China at 604K.

Dec 2024 Source Market Breakdown

1. Asia Total: 2.90M visitors
2. Korea: 867K visitors
3. China: 604K visitors
4. Taiwan: 491K visitors
5. North America Total: 301K visitors
6. Hong Kong: 286K visitors
7. U.S.A.: 239K visitors
8. Thailand: 147K visitors

Monthly Visitor Trend

Revenue Strategy Insights

• Demand forecasting: Asia Total and Korea visitors show distinct booking-window patterns — Korean and Taiwanese travellers book 2–4 weeks ahead, while Western long-haul guests book 8–12 weeks out
• Rate strategy by segment: Southeast Asian FIT travellers are highly price-sensitive during shoulder periods; Chinese group travellers respond to package deals; Western guests drive premium room-type upsell
• Channel mix: Korean, Taiwanese, and Chinese guests book heavily via regional OTAs (Klook, Trip.com, Ctrip) while Australian, American, and European guests prefer global GDS and direct channels

Data sourced from the Japan National Tourism Organization (JNTO).